[Hipple Hot Item] "Donuts Are Just a Side" Why People Line Up at Jamsil Noted World

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Lotte World Mall in Songpa-gu, Seoul. From the escalator heading to the 5th floor, dazzling visuals catch the eye. At the entrance between the 5th and 6th floors, which is open and spacious, a 6-meter-high large screen is installed, continuously showing 3D videos featuring Noted's concept and universe. Many people are waiting to enter in front of the store. Even before entering, a wave of certification shots with charming videos as the background continues. This is the scene of 'Noted World,' which opened on the 31st of last month.

Noted World is a flagship store of the dessert brand Noted, located on the 5th and 6th floors of Jamsil Lotte World Mall, covering approximately 1124㎡ (about 340 pyeong). Lotte Department Store and GFFG, which operates Noted, spent a year preparing for the opening. Noted's signature menu is donuts produced in various flavors such as fresh milk cream, classic vanilla, and Earl Grey, but approaching it with the question "How delicious can donuts be to make people line up to enter?" only sees a very small part of this space. Noted World aims to be a complex cultural space where artworks, exhibitions, and food & beverage (F&B) blend together.

Visitors are crowding at the entrance of Noted World in Lotte World Mall, Jamsil, Songpa-gu, Seoul.

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The store is a 'view hotspot' and a 'mecca for certification shots.' Upon entering, you can enjoy the spectacular view of Seokchon Lake through the full glass windows. Throughout the store, sculptures created in collaboration with famous artists such as Seo Suhyun, Glory Hall, Chogok-ri, and themes symbolizing Noted like Sugar Bear, Smile, and Cream are installed. The entire store is made into a photo zone. In an open kitchen format, the donut-making process can also be observed in real time. Going up to the 6th floor, you can see a popup-exclusive space of about 331㎡ (about 100 pyeong). Currently, this area houses a cupcake photo zone, a vending machine for event goods, and a Noted goods zone.

Cupcakes and other desserts sold exclusively at Knotted World are on display.

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The menu is also differentiated. In addition to popular donuts available at other stores, you can find eight kinds of cupcakes. Rainbow Vanilla·Mint Choco·Pistachio Cherry and other menu items not only taste great but also have charming appearances perfect for posting on social media (SNS).Including coffee and beverages, there are over 70 F&B menu items. Another strength of Noted is its characters.You can find over 40 types of goods such as dolls, tumblers, and cushions featuring Noted's representative characters.

If you want to enjoy a wonderful space visually, take photos, and taste delicious desserts, this place is worth visiting. Beyond the panoramic windows, the view of Seokchon Lake, the large teddy bear 'Sugar Bear' and other artworks filling the space, charming desserts, and various character goods can be enjoyed visually while taking photos and tasting donuts. This content-rich place is the strength of Noted World. It can be enjoyed by couples on dates, friends out shopping, and families with children. However, considering that there have been continuous waits on both weekdays and weekends for two weeks after opening, it is advisable to visit with ample time for the foreseeable future.

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